In-theater games such as NewsBreaker will soon become a part of the usual moviegoing experience. Our friends at Brand Experience Labs say that they have partnered with National CineMedia and will begin "rolling AudienceGames out to the top 20 markets on about 750 screens" after the initial test.

"National CineMedia operates the largest digital in-theatre network in North America through a venture of AMC Entertainment, Cinemark, and Regal Entertainment Group, the three largest theatre operators in the U.S. Our national theatre network includes over 15,000 screens in over 1,100 theatres in 47 states, reaching more than 600 million moviegoers annually."